The Disruptors

Has Sport Lost the Plot?

Sport exited lockdown behaving differently, with a new attitude, new fans, new events and new owners. The Disruptors explores how and why this happened, asking whether we are living through the most exciting period in sports history or if the bubble is about to burst.

The Disruptors: Has Sport Lost the Plot? examines how sport has changed in the years since lockdown, emerging with a new attitude, new audiences, new events and new ownership models. Over the past five years, billions have been invested, with top football and NBA teams now traded like stock market assets. Through interviews with some of sport’s most influential figures, alongside original research into how younger audiences think and feel, David Stubley explores how sport has become one of the most valuable forms of cultural content. He looks at how modern athletes connect with fans, how new formats are attracting different audiences, and how media and storytelling have reshaped engagement. But why are fans drawn to this changing landscape? Why are investors committing such vast sums? Why are nations competing to host major events, and why is women’s sport growing so quickly? This is a timely and thought-provoking assessment of a rapidly evolving industry, asking whether sport is entering a golden era or losing sight of itself.

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